* It's dangerous to be overly optimistic and assume you're doing a good job at serving customers. Chances are, there’s a lot of room for improvement.

* You can't just say in an advertisement, “We'll serve you as if you were family” or “You'll be treated like royalty.” Jingles, slogans and mission statements don't win and retain customers.

* Are you up to speed with the new realities in the marketplace, in technology, in peer-to-peer recommendation systems, online reputation management, and the psyche of the roving, wireless, always-on, multi-networked consumer?

* How customers experience and interpret every transaction with your business—that’s what ultimately matters.

* We'll go out of our way to warn the people we care about most. We want to sound the alarm about a business that treats customers poorly, with disrespect, or with sluggish reluctance. Thank goodness, customer service is one thing your company can control to a great degree.